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Mykita and Rimowa go full German in star-studded collab | ClickZ Eyewear Newsletter

PLUS: Snap’s new Spectacles bring shared AR to daily life

Author

Zihan Lyu
April 09, 2025 • Estimated Reading Time: 32 minutes

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Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

 What’s In Focus? 👓

AUGMENTED REALITY TECHNOLOGY

Snap's Spectacles Gen 5 are compact AR glasses integrated with Snap OS, providing shared augmented reality experiences that enhance both productivity and entertainment. The glasses' sleek, lightweight design makes them suitable for daily use, appealing to consumers and professionals seeking immersive, real-world digital interactions.

SUSTAINABLE FASHION LAUNCH

Eyebuydirect's 'Material Matters Collection' exemplifies the integration of sustainability with fashion through eco-friendly materials, stylish designs, and charitable partnerships. This collection offers customizable lenses and responsibly sourced packaging, aligning with consumer demand for environmentally-conscious products. Moreover, its association with 1 for the Planet provides a marketing edge, showcasing brand dedication to environmental causes that appeal to socially-aware consumers.

EYEWEAR COLLABORATION

EssilorLuxottica and Roger Federer have extended their global eyewear collaboration with the RF brand and Oliver Peoples until December 31, 2027. This partnership blends luxury and performance, reflecting Federer’s style and innovation, valuable for marketers interested in luxury branding.

With Federer’s influence and the focus on craftsmanship, this collaboration promises to enhance the brand’s market position, offering intriguing insights for those in luxury goods marketing.

STRATEGIC PARTNERSHIPS

Max Mara has extended its eyewear license with Marcolin until 2032, solidifying a pivotal collaboration in the luxury fashion domain. This renewal underscores the strategic alignment and enduring rapport between both companies, driving innovation in material and color balance in eyewear.

With Marcolin's robust distribution network across 125 countries, this move promises sustained brand visibility and market penetration, appealing to marketing professionals focused on global branding and trendsetting in fashion accessories.

DESIGN COLLABORATION

The collaboration between Mykita and Rimowa introduces a pan-German eyewear collection leveraging the craftsmanship and technical expertise of both brands. Harnessing the influence of renowned German actors Vicky Krieps and Udo Kier, the partnership underscores a shared legacy in innovative design and durable materials.

Influencer Corner 📢'

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

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